A Google Business Profile (formerly Google My Business) is a free tool you can use to create your business listing on Google Search and Maps.
With Google commanding 79% of the global search market, its Search and Maps functions have become the go-to option for audiences looking for businesses within their vicinity.
Your Business Profile acts as a shop window, providing users with business and contact information, business operations hours, links to your social media accounts, reviews, and specific locations.
What’s more, you can use your Business Profile to interact with customers via the reviews page with help from a tool like Brandwatch.
26% of consumers say Google is the first place they look for information on local businesses. If your company isn't showing up with a robust profile on Google, you’re likely invisible to a huge chunk of your potential audience.
So, if you’re not on Google yet, it’s time to create a Business Profile. We’ll walk you through the steps to launching a profile that aligns with your brand. We’ll also show how you can integrate your Business Profile management with Brandwatch’s tools to streamline your workflow.
In this guide:
Google Business Profile explained and why it matters
A Google Business Profile is Google’s free business listing platform. Your business appears on Google’s sidebar during the search and is locatable on Google Maps and other Google properties.
Essentially, it’s an official profile that displays key details about your business at a glance.
In recent years, it’s become one of the most influential touchpoints for audiences.
Almost everyone uses Google to find what they need – whether through the search function or Maps. If someone knows about your brand, they probably still go to Google it and enter your website or social media channels that way.
If they don’t know your brand but are looking for a specific product, an optimized Business Profile means you’ll top the search results and attract new customers.
One major way Google shows local results is through the Local Pack (also known as the “3-pack”), which highlights the top three nearby businesses on the search results page along with a map.
So, when someone searches “Sacramento barbers,” you want to ensure your business lands on the Local Pack.
Being featured in that pack can dramatically increase your business’s exposure. And the number one factor determining if you show up there is having a well-optimized Business Profile.
As search algorithms evolve, Google increasingly tries to answer users’ needs directly on its platform. That means your Business Profile on Google might be the only thing a customer sees before contacting you. They might not even click through to your website if they get the information they need on Google.
Optimizing your Business Profile is one of the most important (and underrated) digital marketing tactics you can invest in.
Core features of Google Business Profile
Your Google Business Profile comprises features that help you showcase your business and engage with customers. Whether you’re a global company like BMW or a grocery store in downtown St. Louis, these features help your brand stand out from the rest.
Business information (phone number, hours, etc)
At the heart of your profile is the basic business information. This includes your name, address, phone number (NAP), and business hours.
Ensuring these are accurate and consistent with your website and other listings is crucial.
Google uses this information to display your business on Google Maps, and customers rely on it to reach you.
Always keep your hours updated (including special holiday hours) – nothing frustrates customers more than showing up to a closed store that was listed as open.
Add further details such as:
- Business description: A short description of what your business does or what makes it special. (up to 750 characters).
- Attributes: These are like tags for special features (for example, “Women-led,” “Pet-friendly,” “LGBTQ+ friendly”) or health/safety measures (“Mask required”) and more.
- Opening date: You can list when your business was established or opened, which can lend credibility (“20 years in business!”).
- Menu or product catalog: This is really important for restaurants, but also retail and service businesses. For example, if you own a spa, you’ll want to show your prices and services.
Map presence
This is paramount for any business that serves customers face-to-face, like stores and restaurants. People want to know where you are and how they can reach you. How often have you read a listicle piece on the “Top 10 restaurants in XXX” and been left frustrated by finding no map?
People browse the map and make decisions based on your location.
So, be sure your Google Map pin is accurate and properly aligned with your Business Profile. Check that your Street View image is updated (does it show an old storefront from years ago?), and make sure the directions to your physical address are accurate, too.
If someone’s standing on Las Vegas Boulevard and wants tacos, you better make sure your taco joint appears on Google Maps.
Ratings
Google displays a star rating for listed businesses, which sits directly below the map. These ratings come from other customers on a scale of one to five stars.
You’re told how many people have given their ratings. Anything above 4.0 is great, especially if you have hundreds or thousands of reviews.
Restaurants and salons, in particular, can thrive and fall on the back of their Google review ratings.
Services and categories
This is where SEO techniques really help your Google Business Profile. Google categorizes companies based on their services. When setting up your profile, you’ll choose a primary category that best fits your business (for example, “Italian Restaurant,” “Hair Salon,” “Digital Marketing Agency”).
This category is very important for search ranking relevance – make sure it truly reflects your main business activity. You can also add secondary categories if applicable.
Under each category, or separately, you can list out specific services or products. For instance, a spa might list “Swedish massage, Hot stone therapy, Facials,” etc.
If you don’t add these, Google might auto-populate your services based on user suggestions or other sources, which may not be ideal.
Photos and videos
Checking out business photos has become the norm when we search on Google. Everyone does it – you might discover a highly rated burger joint is just three blocks away but you still want to see photos of the place and food before committing to go.
Photos (and videos) play a huge role in making your listing appealing and informative. The best thing to do is upload photos of your storefront, interior, team, products, or food (if you’re a restaurant) yourself.
Other people will upload their images – and those photos can be very persuasive, for better or worse. That's why it's important to take the lead and share professional-looking visuals that put your business in the best light.
Treat your Business Profile like marketing material and add new photos every month to signal that your business is active.
Reviews and Q&A
The customer reviews section is one of the most influential aspects of having a business account. Researchers in France have found two-thirds of users read customer reviews before making an online purchase.
When viewing on Google, users see your average star rating and snippets of recent reviews.
Positive reviews act as social proof and can heavily sway a potential customer’s decision. In contrast, a profile with no reviews or a lot of negative feedback might turn people away.
Alongside reviews is the Q&A section. This feature allows anyone to ask a question about your business (for example, “Do you have parking available?”). As the owner, you should monitor these questions and answer them promptly. Use a tool like Engage from Brandwatch to stay on top of everything.
If you don’t, often the public may answer, and sometimes their answers might be wrong.
Remember, reviews and Q&A are user-generated content displayed on your profile. They influence how people perceive your business’s reputation and responsiveness.
So, engaging here isn’t just good practice – it’s smart marketing.
Posts and updates
Google Business Profile includes a Posts feature, which is like a micro-blogging or social posting platform within your listing. It allows you to publish short updates, including text, images, videos, and call-to-action buttons.
There are a few types of posts you can create:
- “What’s New” posts: General updates or news about your business.
- Events: If you have an upcoming event, you can create an event post with dates and details.
- Offers: Special promotions or discounts with a defined time range.
- Products: Highlight a particular product (with a picture, price, and buy link).
Insights (performance analytics)
One crucial feature of having a Business Profile that isn’t user-facing is the Insights dashboard. Business users can access various data sets here and use these insights to optimize their presence.
For example, you can see how many people found you via Google Search vs Google Maps, see which search queries are most popular, watch the customer journey once they’re on your profile, and get relevant audience information.
You can also handle messages and responses via Insights, but for a more professional approach, it’s worth using Engage. Here, you can pull all the same insights and more into your Brandwatch dashboard, easily engage with users, and manage your account alongside other digital profiles (like social media accounts).
Remember, data is gold for understanding customer behavior. By regularly reviewing Insights or using Brandwatch, you can refine your Business Profile strategy and focus on what contributes to your business goals.
How to create and manage your Google Business Profile
Setting up and managing a Google Business Profile is relatively straightforward. Start by signing into Google, ideally with your business or brand account.
Go to the Business Profile page (business.google.com) and click “Get started.” Then, fill in your business details, such as name, industry, location, website, phone number, email, etc. You’ll need to “find” your business on Google’s search portal – if it’s not there, you’ll be asked to add or claim a business.
After this, you’ll have to verify your business. Google has five options for business verification, some of which might not be available depending on your business type. These are:
- Video recording
- Phone or text
- Live video call
Once verified, log in and fill out any remaining sections of your profile dashboard. Upload your logo and some photos to get started.
From here, it’s about managing your profile. Treat it as an ongoing part of your marketing. Log in at least once a week or set reminders to:
- Update posts or offers
- Respond to reviews and questions
- Refresh photos if you have new ones
- Check the Insights dashboard for trends
- Make sure operating hours/holiday hours are correct (Google will often prompt you to confirm holiday hours as those dates approach)
You can also integrate your profile into Brandwatch Social Media Management and have full oversight of all interactions that come to your company via Google.
Managing your profile doesn’t have to be a heavy lift. The key is consistency. Little updates and quick responses, week by week, will keep your profile in great shape and your customers happy.
Benefits of Google Business Profile for your business
If you’re still unsure about whether a Business Profile is right for you, here are some of the top advantages for businesses large and small:
Increased visibility and local SEO boost
A complete and optimized profile improves your chances of appearing in relevant local searches. This is crucial for small businesses that rely on customers finding them on Google Maps.
Showing up in the Local Pack or at the top of Google Maps can drive a flood of traffic, both online and foot traffic, to your store.
Builds trust and credibility
Audiences expect to see a Business Profile pop up when they search for specific brands. Not having one immediately reduces trust.
The same goes for incomplete profiles. A bar with no photos or reviews doesn’t look very appealing, right?
Your Google Business Profile effectively serves as a first impression. A polished profile with lots of positive reviews signals that you’re legitimate and customer-focused.
Better customer engagement
A Google Business Profile isn’t just a place for static information – it’s an interactive platform. Customers can call you, message you, leave reviews, ask questions, and even make bookings without leaving the search page.
This reduces friction around engagement. Every one of those interactions is an opportunity: you can turn searchers into customers in real time.
Drives website traffic and conversions
Your profile includes a link to your website and, if you’ve set it up right, a clear call to action (like “Visit our website” or “Book online”). People click through to learn more or to transact.
Additionally, features like posts and product listings can drive direct actions – someone might see your “20% off this week” post and click on your site or come in-store to redeem it.
Insights and understanding your customers
Using Insights from Google Business Profile alongside Brandwatch helps you understand your customers. You can see what search terms they used, whether more people call you versus visit your site, and conduct sentiment analysis on their reviews.
These data-driven insights are incredibly valuable.
Competitive advantage
There are plenty of businesses out there that either haven’t claimed their Google profile or don’t keep it updated. By actively managing yours, you’re already a step ahead.
Customers will gravitate to business profiles that provide a better experience. If Google is their first touchpoint with your brand, you better make sure it’s a good one.
Use Brandwatch Consumer Research to understand your audience and competitors and find ways to steal an edge when creating your Business Profile.
Create your Google Business Profile today
Now you know more about Google Business Profiles, it’s time to create one and get your brand out there. In 2025, this free tool is essential if you’re to get noticed by millions of Google users.
From creating a Map location that captures the attention of local audiences to setting out your storefront with useful information in your profile – there’s a lot you can do with Google Business.
The key is to work on optimization and use tools like Insights and Brandwatch’s Engage to make the creation and management process as smooth as possible.
Remember, success with a Business Profile doesn’t happen by accident. It takes a bit of strategy and consistent care, but the rewards are well worth it: greater visibility, stronger customer relationships, and, ultimately, more customers through your door or to your website.
Your Google Business Profile can be a game-changer for your marketing in 2025. Claim it, optimize it, and nurture it – and watch as more customers discover and choose your business.
